Customer eXperience Technology

Customer

1

eXperience Technology

2 Customer eXperience Technology: Welcome

www.coo

l-‐experience.com

chris.parker@ cool-experience.com

.



Customer = anyone who is co-creating value with your company: •  Employees •  Shareholders •  Suppliers •  Customers • 

5

•  What Technology Does

•  When NOT to use Technology

•  How to Exploit Technology

•  Embracing Technologies

•  Enhancing Experiences (apply to your cases)

•  Technology Survival Guide…

Customer eXperience Technology

6 Customer eXperience Technology: What Technology Does



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Your Name:

Your Case:

Technologies:

Answers:

1.  What ‘job’ does it do FOR your customer? 2.  What does it do TO your customer? 3.  Does it enhance your brand promise? 4.  Does it improve customer satisfaction?


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puGn

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Staging

Co-‐creaGon

Self-‐directed

1st generation of experiences

2nd generation of experiences

3rd generation of experiences

Experience Provider Perspective

100% 0%

100%

The Individual Perspective

Econ

omy of Experience (2012) by Bo

swijk, Peelen & Olth

of

14








15

+ FOR your customer

Customer eXperience Technology: When NOT to use Technology

16

+ FOR your customer

- TO your customer


17

+ FOR your customer

- TO your customer

* Experience Design


18

+ FOR your customer

- TO your customer

= Value Creation * Experience Design


19

+ FOR your customer

- TO your customer

= Value Creation

- Value Capture

* Experience Design


20

+ FOR your customer

- TO your customer

= Value Creation

- Value Capture

= Satisfaction

* Experience Design


21

+ FOR your customer

- TO your customer

= Value Creation

- Value Capture

= Satisfaction

* Magnified!

* Experience Design


22



•  How to Exploit Technology for Good





23

What you do FOR your customer and

minus what you do TO your customer and

This results in Value Creation with your customer.

Take away the Value Capture from your customer

and you have the Satisfaction of your customer.

Remember this is Magnified if the experience is negative!

multiply by the Experience Design.

Customer eXperience Technology: How to Exploit Technology for Good

Inspire

d by M

ike Wi8en

stein, Nick van He

ck and

Doc Searls’ w

ife

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25



brand essence

brand promise

branded customer experience

brand values brand image

• what you communicate to the marketplace

• the value you commit to deliver to customers

• delivery of your brand promise & creating a unique experience through every interaction your customers have with your people, processes and products

• the value your customers come to expect and rely on

• what you become known for in the marketplace

Managing the Cu

stom

er Experience (2002), Shaun

Smith

& Jo

e Whe

eler

26



brand essence

brand promise








Managing the Cu

stom

er Experience (2002), Shaun

Smith

& Jo

e Whe

eler

Technology.

27

urge

search

find

select

buy

enjoy

leave re-engage

Loosely based on

‘Outsid

e In’ by Manning and

Bod

ine, 2012

core service or product

behind the scenes

visible to customers

the customer’s ecosystem


28

urge

search

find

select

buy

enjoy

leave re-engage

Loosely based on

‘Outsid

e In’ by Manning and

Bod

ine, 2012

core service or product

behind the scenes

visible to customers

the customer’s ecosystem


29

h8ps://w

ww.m

etrobankon

line.co.uk/Our-‐Stores/OurStores/

“A retailer that happens to be a bank”

1. Business model that is completely different and the consumers sees as adding value,

2. Build a culture that matches the model, and 3. Fanatically execute the model.


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31 Customer eXperience Technology: Embracing Technologies

Customer Experience Management SoluGons…






Walt Disney World


ThalysNet


Giffgaff ‘Social’ Mobile Provider

h8ps://giffgaff.com/spread


book.disn

eyland

paris.com

DB Navigator App


Nordstrom


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ra.com

/restaurant-‐tren

ds-‐and

-‐new

s/inam

o-‐restaurant/

Inamo London


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://w

ww

.thef

utur

eoflu

xury

.co.

uk/b

urbe

rry-

lead

s-th

e-w

ay-w

ith-c

usto

mer

-exp

erie

nce-

with

-pio

neer

ing-

uk-fl

agsh

ip-s

tore

/

Burberry’s London Store


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lestore.com/2010/02/04/revealed

-‐retail-‐stores-‐hand

held-‐pos-‐device/ Apple Store


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iusa.com

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ect/navigaGo

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Audi Connect


Google


Google


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Gartne

r Hype Cycle for E

merging Techn

ologies

49 Customer eXperience Technology

50








51

Econ



of

1.  Thematise the experience 2.  Harmonise impressions 3.  Eliminate intrusional elements 4.  Pay attention to mood and

atmosphere 5.  Add memories and memorabilia 6.  Involve all the senses 7.  Pay attention to authenticity 8.  Dramatise the structure 9.  Deploy your staff as the most

important actors 10. Work towards realising the well-

being of individuals

Customer eXperience Technology: Enhancing Experiences

52

- TO your customer + FOR your customer

= Value Creation

- Value Capture

= Satisfaction

* Magnified

* Experience Design




Your Name:

Your Case:

Technologies:

Answers:



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Gartne

r Hype Cycle for E

merging Techn

ologies

55

Econ



of

Step 1: our capacity to innovate, create and learn Step 2: creating an experience environment Step 3: designing the process and the organisation Step 4: employees and culture Step 5: the revenue model


56








57 Customer eXperience Technology: Technology Survival Guide…

Adapted from

CustomerThink.com’s M

arkeGn

g Techno

logy Cycle

Play Work

The Customer

eXperience Technology

Cycle

58 Customer eXperience Technology: Technology Survival Guide…

You probably can’t leave this to your IT department

59


Customer eXperience Technology: Technology Survival Guide…

brand essence

brand promise








Technology.

- TO your customer + FOR your customer

= Value Creation

- Value Capture

= Satisfaction

* Magnified

* Experience Design